Learning and memory
Behavioral Learning Theories
Classical
Classical Conditioning
Repetition
Stimulus Generalisation
Marketing Applications of Behavioural
Learning Principles
Applications of Repetition
Applications of Conditioned Product Associations
Applications of Stimulus Generalisation
Applications of Stimulus Discrimination
Family Branding
Product Line Extensions
Licensing
Instrumental Conditioning Lanjutan
Fixed-Interval
Reinforcement Variable-Interval Reinforcement
Fixed-Ratio Reinforcement
Applications of Instrumental
Conditioning Principles
Orang-orang yang berbisnis membentuk perilaku secara bertahap untuk memperkuat konsumen dengan mengambil tindakan yang tepat.
Reinforcement of Consumption
pemasar memiliki banyak cara untuk memperkuat konsumen
Frequency Marketing
memperkuat pembelian rutin dengan memberi mereka hadiah dengan nilai-nilai yang meningkat
Cognitive Learning Theory
Observational Learning
Applications of Cognitive
Learning Principles
Encoding information
for later retrieval
We encode something using meaning. Sensory meaning or Semantic meaning
Sistem memory
manusia
Sensory Memory
Attention
Short Term Memory Long-Term Memory
Retrieving Information
for Purchase Decision
Factors influencing retrieval
◦ Pioneering brand ◦ Viewing environment
◦ Post-experience advertising effect
State-dependant retrieval
◦ Mood congruence effect
Familiarity and recall Salience and recall
Products as Memory
Markers
Produk menjadi retrieval cues.
